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Facebook and Twitter to Roll Out New Marketing Tools

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This week both Facebook and Twitter have made enhancements to their services for advertising, representing the ongoing shift from their status as simple social networking websites for people to communicate on, to effective marketing platforms for brands to exploit specific information entered by the site’s users.

To enhance their marketing opportunities for brands, Twitter has teamed up with some of the top companies in America to offer the opportunity to post expanded tweets in the news feed. These tweets will obviously stand out more due to the increase in characters and will help the brands get more of a message across about the product or service they are looking to advertise.

With Twitters popularity forever growing there are plenty of opportunities to make profit from using the social bookmarking site so the ability to emphasis your tweets will certainly help to get your brand noticed.

For Facebook it is a far bigger deal. They are preparing to launch Facebook Exchange, a market based on real time bidding, aimed specifically at the people you wish to target.

This is the first time Facebook has dipped its toe into the real time market and has the potential to see huge profit gained for brands that take their chances on it.

After their less than unsuccessful IPO, Facebook has to get back on track regarding profits and it would seem that Mark Zuckerberg has recognised that the key way to do this is through exploiting online marketing, something that in the early years of Facebook, he more than anyone, seemed reluctant to do.

So how does Facebook Exchange work? Well it uses data captured from browser activity to target ads towards a user. For example if you have been using Google and have been searching for something in particular, Facebook will use a cookie to track what you have been searching for and then, when you log in to you Facebook account, where the sponsored ads usually appear, there will be an advert based on what you were just searching for.

This is bound to increase click-through rates on these adverts as the product or service that you searched for on Google or whichever search engine you use, will still be fresh in your mind.

But doesn’t this compromise the EU’s directive against the use of collecting personal data. Well no, as Facebook have followed the suggested guidelines and included a link where you can remove the ads from your Facebook page and opt out of the use of cookies in the future. They have also made it clear that they do not collect personal data from these cookies.

This is certainly a huge step into the commercial market for Facebook and you can guarantee as this marketing tool is continually rolled out, more and more companies and brands are going to sign up to it.

This will see the start of bidding wars to get your ad placed for the specific markets you advertise for and therefore Facebook can start to claw back some of the money that was lost on the IPO.

In conclusion it would seem that the social media is looking to step up its influence on online marketing and with recent figure released by online research company Searchmetrics showing that in regards to ad rank in Google, Facebook and Twitter shares are now an important component, it would certainly seem like now is the time to invest in your social media strategy. Frankly if you don’t then there is a very good chance you will be left behind.


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